The Social
Having employees like and share content allows for maximum exposure on social media and puts your businesses in a better position to be heard. It also conveys the message that your employees think they work for a great company and want others to know about it.
In addition to building brand awareness and improving company culture, employee advocacy has been proven to have a significant impact on revenue as well. Employee advocacy is an “always on” marketing channel that results in five times more web traffic and 25% more leads (Edelman Trust Barometer Report).
At the core of employee advocacy is content. You are asking employees to spread the word about your company to raise awareness and reach new audiences, so you should be publishing great content that they’ll be proud to share. The most successful employee advocacy programs include not just company-related content, but also a healthy mix of industry content.
A successful employee advocacy program also needs careful planning, buy-in and empathy to be- come habit-forming and rewarding to both employ- ees and the business. It also must be easy to do because if it’s not, employees won’t participate.
14 | The Retailer Magazine | Jan/Feb
Start by making a list of all types of content you create and where it is published. Then, create an email template and send out a daily or week- ly email to employees that lists posts you would like shared or retweeted, ones you would like them to comment on and like, brand and indus- try hashtags, etc. In addition, provide them with messaging recommendations and ask them to create their own posts, or give them pre-approved, auto-filled posts.
Remember that the content you ask your em- ployees to share needs to represent them and carry their voice (not the voice of the marketing department). Understand what motivates them to be advocates for your business and recognize their participation, achievement and enthusiasm in a meaningful way on the individual, team and company levels.
Employees want to know that their efforts are working. Success will happen when your partic- ipants are engaged and motivated on a personal level.
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